Don’t junk old media just yet…

The third IPA TouchPoints Survey shows that the time people spend on the internet has increased by 38% in the past two years. While the survey shows that 37% of adults claim to social network each week, it’s important to remember that’s still only one-third of the population – and that’s ‘each week’, not ‘all the time’.

While there’s no doubting that social media is on the rise, the stats prove that it should not be relied on in isolation, but used as part of a broader communications mix. Traditional media should therefore remain a strong part of that mix.

However, remember that while only one-third of the population use social media now, it is growing. So, ensure you have plans in place to use this channel of communication – ignore it at your peril, but don’t junk ‘old media’ just yet!

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